The mortgage industry has often been criticized as an antiquated one – one that uses decades-old processes, requires reams of physical forms and paperwork, and generally shies away from too much technology.
But in recent years, that’s all changed. Mortgage companies are taking steps to bring their methods, their processes, and even the way they market their business into the 21st century – and for the most part, it’s working.
Digital mortgage solutions are cropping up left and right, and dozens of apps make finding a home, applying for a loan, and even signing your closing papers easy and convenient.
Still, there’s more work to be done – particularly in the ways of marketing. Though many mortgage lenders are taking steps to jump on the digital marketing bandwagon, most haven’t quite found their stride – nor the results they were hoping for.
Do you fall into this group? Have you been trying your hand at social, SEO, or other forms of online marketing to no avail?
Here are a few reasons it might not be working out:
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You haven't gone all-in. Truly effective digital marketing isn’t just a great social media strategy or the right SEO keywords. It requires a full ecosystem of efforts, all working together toward the same end goal. You don’t just need a strong social approach, but also a strategy for content marketing, on-page, and off-page search engine optimization, e-mail marketing, paid digital media, web design, marketing automation, and more. Each strategy is like an individual piece of a larger puzzle. If you don’t have them all, you’re never going to see the full picture you’re looking for.
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You're inconsistent. Digital marketing builds on itself. So while you might start out strong, posting weekly blogs, daily social media posts, and more, if you can’t continue that going forward, your results are going to fizzle out. Consistency is crucial when it comes to digital marketing, and that means creating unique content regularly and often.
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You’re impatient. Very rarely is digital marketing an instant solution. You can’t just turn on the faucet and expect a stream of leads from day one. As I mentioned earlier, online marketing builds on itself, and the longer you keep at it, the better and stronger your results will be. It takes consistent, constant creation and regular communication to make an impact, and for most businesses, it’s not until about four to six months that the investment starts to show a positive ROI. There are ways to shorten this time frame (paid online ads, for example), but unless you want to spend a lot of cash all at once, patience is the best policy.
We know it can be frustrating to invest in a new strategy with no immediate results in sight, but mortgage companies need content marketing. It's a more enjoyable strategy for both you and the customers you're trying to reach.
Want to make sure you’re on track to draw in leads and get the maximum ROI from your digital marketing efforts? We’ll help point you in the right direction. Get in touch today to learn more.
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